ACM
The union of Partners Insurance and NELB marks the birth of a new insurance player in Belgium. To win a mature and competitive market, this ambition could only result in a clear repositioning and creation of a new brand. ACM Insurance thus enters the Belgian market with the ambition to offer a simple and omnichannel customer experience in which the identity, the journey and the architecture of the agencies form a coherent whole.
Challenge
The main challenge was to create a federative brand within the European Bancassurance Group Crédit Mutuel Alliance Federale, while capitalising on Beobank's identity gains. There was also a need to rethink physical contact spaces to ensure smooth continuity between banking and insurance channels. The aim was to affirm strong legitimacy in the insurance market by providing a comprehensive, accessible and modern experience.
Solution
Creating a new brand was the right response. ACM Insurance draws on the expertise of Groupe des Assurances du Crédit Mutuel, a major insurance provider in France, to promote a fair and equitable view of insurance. Distributed through both the Beobank network and its own digital and physical channels, the brand structures a clear, coherent offering designed to support customers at every stage of life.
Simple and efficient
The choice of name follows a clear principle: simplicity. ACM, the acronym for Assurances du Crédit Mutuel, enables the brand to establish itself without language barriers and assert a nationwide positioning in the Belgian market. It is a short, clear and credible name that supports a brand focused on what matters.
An omnichannel insurer
ACM Insurance deploys a hybrid distribution model between physical agencies and digital channels. The dedicated website allows customers to make their estimates and follow their portfolio independently. In parallel, the network of Agencies Partners Insurances has been redesigned to create user-friendly, modern and reassuring consultancy spaces.
Ensuring continuity of the journey
The visual identity of ACM Insurance follows a logic of continuity with Beobank, in order to ensure a smooth customer experience between banking agency subscription and contract management by insurance teams. The existing codes have been reinterpreted to create a recognizable and autonomous identity, while maintaining consistency between the two brands.
